Tackling Responsible Influencer Marketing

April 15, 2025



In the debut episode of the Beyond the Influence podcast, host Tueré Rodriguez sits down with Martin Bowier, Director of Influencer & Talent Marketing for the National Football League (NFL) to talk about the evolving world of influencer marketing.

Bowier discusses his journey to his current role, working with incredible talent to advance the mission of the NFL, and the importance of transparency, authenticity, and brand responsibility in influencer marketing. Bowier speaks about the “box” influencers can sometimes find themselves within, whether regulatory or brand-directed, and encourages influencers to find ways to be creative within that space.

Host: Tueré Rodriguez, BBB National Programs
Guest: Martin Bowier, Director of Influencer & Talent Marketing, NFL

Disclaimers:

• Views expressed in this podcast do not necessarily reflect the views of BBB National Programs.
• The NFL Super Bowl commercial footage used in this podcast is courtesy of the National Football League and is used with its permission.

 

Key Takeaways

• 22:20 - How do you ensure [influencer] alignment with your brand's goals? Find a brand that aligns with you
• 26:12 - It is about an authentic partnership - be transparent that you are working with the NFL
• 33:31 - Be responsible and uphold the integrity of the brand, follow relevant guidelines - you can do so much from within a "box"
• 36:24 - Influencers are brands in their own right and influencer marketing and endorsements is a B2B business
• 39:09 - Influencers are impactful when their actions are authentic 
• 53:27 - Final Thoughts: Influence comes with responsibility - think about the impact that you have

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April 15, 2025